知识付费的社群中心性及其激励效应——基于“知乎Live”微观数据的实证研究  

The centrality of paid knowledge community and its motivational effect: An empirical study based on the micro-data of "Zhihu Live"

作　　者：刘征驰[1] 古方 周莎[1] Liu Zhengchi;Gu Fang;Zhou Sha(School of Economics and Trade,Hunan University,Changsha 410082,Hunan,China)

机构地区：[1]湖南大学经济与贸易学院,湖南长沙410082

出　　处：《科研管理》2022年第1期168-175,共8页Science Research Management

基　　金：国家自然科学基金面上项目(71771081,2018.01—2021.12,72071073,2020.01—2023.12);湖南省自然科学基金面上项目(2020JJ4226,2020.01—2022.12)。

摘　　要：互联网环境下,知识付费交易行为内嵌于社群组织之中,其"知识交易"表象下的"知识社交"实质更值得研究者关注。为刻画个人在互联网社群中的地位与知识供给行为之间的内在关系,文中第一次提出知识提供者的"社群中心性"概念,并基于社会影响理论,构建了知识供给行为的激励理论框架。进一步,利用Python爬虫程序获取的"知乎Live"平台知识社群和知识产品的微观数据,进行实证分析和假设验证。结果表明:(1)社群中心性对知识提供者行为有明显的促进作用;(2)与经济奖励相比,社群中心性的激励作用更为明显;(3)社群中心性和经济奖励之间存在部分的替代效应。According to the internalization and identification mechanism in the social influence theory,in the knowledge community,the community,as a whole,hopes that the capable knowledge provider can provide knowledge,that is,the inducing behavior is the knowledge providing behavior,and the knowledge providing behavior will be reflected as the community contribution of the provider.For knowledge providers with obvious community centrality,on the one hand,they need more community contributions to maintain their authority image;on the other hand,knowledge offering behavior is the embodiment of their core position in the community,that is to say,knowledge offering behavior is also beneficial to the provider.Since knowledge providers clearly know that community promotion behavior(knowledge provision)is not only beneficial to the overall interests of the community,but also to their own interests,they will realize their own value optimization while achieving community goals,therefore,knowledge providers will actively internalize community promotion behaviors.In the knowledge community,the knowledge providers with obvious community centrality show strong personality charm,which is shaped by community interaction.These communities are clearly knowledge-centric providers.They will value their relationships with other people.In order to obtain good interpersonal relationships,the knowledge provider will demonstrate the homogeneity of you and other members as much as possible.Simply put,the knowledge provider will actively recognize the community or advocate the behavior of other members,thereby providing knowledge-related information.That is to say,the centrality of community is reflected in the two aspects of"knowledge authority"and"personality charm".The centrality of community is measured by"community contribution"and"community interaction"respectively,and the internalization process of community contribution and the identification process of community interaction are used to stimulate the behavior of knowledge providers.Therefo

关 键 词：知识付费 社区 知识提供 社群中心性 激励效应 

分 类 号：F832.39[经济管理—金融学]